Meta’s rolling out some new tools to help brands find the right creator partners to work with on branded content campaigns, in order to maximize engagement and response with your influencer ads.
And with Meta’s Creator Marketplace tools, that’s now easier than ever, with creators able to indicate that they’re open to work on brand campaigns, while also providing insight into their previous efforts with other promotions.
Which is also getting an enhancement in this update.
As per Meta:
“Creators are influential powerhouses. They have an authentic point of view that people crave and are talented at their craft. Finding the best creator to tell your brand’s story is foundational to a campaign’s success – 53% of people surveyed agree they are more likely to purchase an item if it’s been promoted by a creator on Reels.”
In order to help with this, Meta’s adding a new element within its Partnership Ads Hub in Ads Manager that will highlight relevant organic content that mentions their brand, and is also likely to perform well as a paid promotion.
As you can see in this example, Meta’s system will now highlight relevant organic posts that match the type of content that tends to perform well in your vertical, and that creators have made available for paid promotion.
The content will be assessed and recommended by Meta’s AI system, which is trained on Meta ads data. That should ensure that these recommended posts will resonate with your target audience, and drive improved performance.
Meta will also now highlight potential collaborators within Instagram’s Creator Marketplace based on each creator’s affinity to a brand.
“By combining AI and what we know about a creator’s platform presence (e.g. ad content, audience similarity, partnership ads experience), we can now predict which creators will be the most effective in driving results for an upcoming ad campaign.”
In combination, that should make Meta’s creator recommendations much more valuable, enabling brands to link up with relevant promoters, while also giving creators more monetization opportunities.
Meta’s also rolling out keyword search in Instagram’s creator marketplace.
So now, you can search for “soccer moms with dogs” and find relevant creators who are open to working with brands on promotions in the app.
“Previously brands needed to leverage a variety of filters to find their ideal creator set. Now, businesses can search using terms like “soccer moms with dogs”, “gluten free desserts” or “gadget unboxing.” Businesses will also be able to filter by 20 verticals such as “Fashion”, “Beauty”, “Home and Garden”, and more.”
Creator Marketplace will also now display more performance metrics on creator profiles, so you can get a better sense of their posting frequency and engagement.
The updated profile format will also show badges on creator profiles to indicate those who’ve previously run partnership ads, while it’ll also display their most recent partnership efforts, so you can get an understanding of what they offer.
In addition to this, Instagram Creator Marketplace will also include creator cards with playable Reels, providing a simple snapshot of the users’ profile and content, with an easy email connection process connected to the display.
Finally, Meta’s also expanding Marketing API support for partnership ads, in order to make it easier to run creator marketing campaigns alongside your regular promotions.
“Advertisers can now use existing Instagram posts for partnerships ads in both placement asset customization and Advantage+ Creative when creating ads via API. In addition, partnership ads can now be used for click-to-message destinations.”
So you now have more ways to find the right creators to partner with, and more campaign options, which will make it easier to tap into the creative talents of existing creators in your niche.
Which, as Meta notes, can be powerful:
“We’ve seen that running partnership ads outperformed the campaigns with business-as-usual creatives at driving incremental purchases with 96% confidence.”
That’s especially true for Reels, which generally require real creativity to catch user attention as they scroll by.
As such, more brands are looking to work with top Reels creators, and these new options could be just what you need to get started in this respect.
